Rebranding

ByTeam Athena

Contents : IntroductionThe Amul Model The Amul GirlBrand EquityMarketing Mix

Introduction: Started in 1946 as Kaira District Co-operative Milk

Producers’ Union Ltd.

Spurred India’s White Revolution

Managed by GCMMF

Largest Indian Dairy

The Amul Model:

Establishment of a direct linkage between milk producers and consumers by eliminating middlemen

Milk producers (farmer) control procurement and processing

Professional Management

The Amul Girl:

Personality: Simple, Indian

Physique: Taste, Quality

Relationship: Sociable

Reflection:Value Oriented

Culture: Co-operative, Sharing

Self-Image: Proud India, Fun Loving

Brand Equity

Marketing Mix:

Product

Pricing

Promotion

Place

Pricing:

Low cost- Domestic Market

Target Consumers- Middle Class

Affordable price of products- Global Market

Value for money

Going ahead of competitors like HUL, Britannia, Nestle, ITC etc.

Promotion:

1967“Utterly Butterly Girl was born”

1976Manthan (Hindi Movie)

1967 “Amul Hits”

1991: Campaign “The Taste Of India”

Umbrella Brand

2001: Emotional Component: “Gift for someone you loved”

2013: Amul Locomotive for Vadodara Division

Sauber F1 Team

Master Chef

Star Voice of India

The Technology: Process Technology Up gradation

Developments in embryo transfer and cattle breeding

B2C commerce & e-initiative

Geographical Information System at both ends of the supply chain

Quality- No Compromise!!

Place:

5,00,000 Retail Outlet

3,500 Distributors

47 depots with drier & cold facilities

Expansion to global market in Singapore, Europe, Pakistan

Making Paneer in New Jersey

Impact Of Rebranding:

Farmers

2.12 millionMilk Production per day

447000 litWorth per day

RS. 6 Crore

References:1. http://www.amul.com/m/brands

2. http://www.rediff.com/money/2005/sep/23spec.htm

3. http://articles.economictimes.indiatimes.com/2013-03-05/news/37469993_1_electric-locomotive-amul-gcmmfl

4. http://www.slideshare.net/PareshAshara/amul-the-brand-building-challenge

5. http://www.authorstream.com/Presentation/strategian-1593991-branding-strategy-amul-business-management/